He called them a “crucial part of the market” and said: “I hear, read and see too much negativity about them but they absolutely deliver on what they promise and we see no difference in terms of complaints, returns and repeat purchase rates.

“Every single grocery category has a lighter version of the standard product so why shouldn’t wine? It’s socially responsible and retailers should be pushing it.”

Schaafsma added: “We can use these lighter styles to bring in the 18-25 category, who are used to drinking cider and RTD and then hopefully they will develop through the flavour profile into more complex wines.”

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It will soon be time for the World Cup, which kicks off on June 14 when host nation Russia takes on Saudi Arabia. Even with over four weeks to go, we are already starting to see the retailers get behind the tournament with special packs, sticker albums, football merchandise and team kits in stores.